The findings are presented in the Chinese Tourism to the Middle East and North Africa 2025 White Paper and highlight the Kingdom’s growing appeal in one of the world’s most influential outbound tourism markets.
The research will inform discussions at WTM Spotlight Riyadh, scheduled to take place from 8 to 10 September 2026 at the Riyadh Front Exhibition & Conference Center (RFECC), bringing together global tavel leaders, tourism boards, hospitality providers, airlines and travel technology companies.
According to the report, Saudi Arabia is among the fastest-emerging destinations for Chinese outbound travel, supported by the Approved Destination Status (ADS) granted by the Chinese government in July 2024, enabling the official promotion of group travel to the Kingdom.
As part of its Vision 2030 strategy, Saudi Arabia is targeting 150 million annual visitors by the end of the decade, positioning tourism as a key contributor to national economic growth.
To support this objective, the Kingdom has expanded its “China-ready” initiatives, including Mandarin-language airport signage, tailored tourism products, enhanced payment systems and increased direct air connectivity since 2023.
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| Asir Mountains (Photo: Saudi Tourism Authority). |
Danielle Curtis, Regional Portfolio Director – UAE at RX, said: “China represents one of the most influential outbound tourism markets globally, and Saudi Arabia is rapidly establishing itself as a destination of growing importance for Chinese travellers. As the Kingdom continues to invest in connectivity, visitor experiences, hospitality, and cultural infrastructure under Vision 2030, we are seeing increasing alignment between Saudi Arabia’s tourism ambitions and evolving Chinese traveller preferences.
WTM Spotlight Riyadh provides an important platform for the international travel industry to understand this opportunity better, strengthen partnerships, and explore how destinations, travel providers, and hospitality brands can engage more effectively with both Saudi Arabia’s inbound growth and the wider Chinese outbound market.”
The report also highlights shifting preferences among Chinese travellers, including rising demand for independent travel, immersive cultural experiences, luxury hospitality, family travel and digitally integrated visitor services.
Data cited in the research indicates a 91% increase in flights between Greater China and Saudi Arabia in 2025 compared to 2024, supported by carriers including Saudia, China Southern Airlines, China Eastern Airlines, Hainan Airlines and Air China, with direct routes linking major cities across both markets.
Sienna Parulis-Cook, Director of Marketing and Communications at Dragon Trail International, said: “The Middle East and North Africa region is emerging as one of the most exciting growth areas for Chinese outbound tourism, and Saudi Arabia is playing an increasingly important role within that development. Chinese travellers are looking for destinations that offer distinctive cultural experiences, robust hospitality infrastructure, and seamless accessibility, all areas in which Saudi Arabia is investing significantly.
As a dedicated research partner for WTM Spotlight Riyadh, we look forward to sharing deeper insights into the evolving preferences, behaviours, and expectations of Chinese travellers as the Kingdom continues to expand its global tourism presence.”
WTM Spotlight Riyadh is part of the World Travel Market portfolio and is designed as a B2B2C platform connecting Saudi Arabia with the global travel industry, featuring exhibitors, buyers, conference sessions and curated networking aligned with Vision 2030 tourism objectives.
Tags: Danielle Curtis, UAE RX Sienna Parulis-Cook, Dragon Trail International WTM Spotlight Saudi Arabia
